Automakers: viral marketing at work

If it isn’t viral it won’t work. Everyone is doing it viral, why shouldn’t we? These might be typical questions for an interactive marketer working for a carmaker. A couple of days ago we talked about Toyota Scion, everybody remembers all the buzz generated by the evil advertisement of a cat loosing his head in a Ford SportKa. Playing with the words we can really say the buzz in the automotive industry is all around viral marketing, as an article on Autoweek points out.
The problem is that the statement I did at the beginning of this post, could also work the other way around. I mean, there might be an inflation: when there are too many buzz’ to listen to, some of them (or most of them) won’t be heard.